Request for Qualifications and Proposal (RFQ & P)

Request for Qualifications and Proposal (RFQ & P) for Greater Bakersfield Image Resources (Greater Bakersfield Vision 2020)

Proposals due September 9, 2003

The Image Vision Force of Greater Bakersfield Vision 2020, a nonprofit organization, is interested in receiving qualifications and proposals for developing a Community Branding Strategy an Image Marketing Tool Kit for Greater Bakersfield audiences (internal and external) based on recent baseline community market research. The primary goal of this effort is to create a strong sense of community identity and pride by providing image enhancing resources that are digitally produced for free use by private and public interests.

Proposals should be delivered to:

Barry Zoeller, Image Vision Force Co-Chair C/O Kern County Board of Trade 2101 Oak Street Bakersfield, California 93301

before 5:00 p.m. on September 9, 2003.

1 PURPOSE

Based on overwhelming community consensus for a community vision to improve the image of Greater Bakersfield, the Image Vision Force, chartered by the lead agency Greater Bakersfield Vision 2020, desires to hire a marketing/public relations agency to improve the image of the Greater Bakersfield area. The selected Consultant will be expected to develop an image marketing tool kit and community branding package that can be shared with the general public for the purpose of positively enhancing the image of Greater Bakersfield (City of Bakersfield and surrounding unincorporated county neighborhoods). The primary task of the marketing/public relations agency will include developing creative and image enhancing resources such as high resolution digital photos of Bakersfield sites of interest and people in action, a community consensus-developed slogan/logo, and key public relations messages/tag lines. The end- products will need to be configured by the selected Consultant for web-based distribution.

Recent market research substantiates the premise that familiarity with Bakersfield positively affects community perceptions. Consumers who have spent time in Bakersfield, who have family and friends who live in Bakersfield, or who have had the opportunity to get to know the people that live there, have a more favorable impression of the community. In addition, the research indicates that business people who have a favorable impression of Bakersfield most often attribute it to visiting the city.

A significant proportion of both consumers and business persons contacted through recent market research report very limited knowledge of Bakersfield. In many cases, their lack of knowledge and experience results in their having little or no impression of the city. Over a third of both groups say that their overall impression of Bakersfield is neither unfavorable nor favorable. Recent market research showed a number of areas that are important to consumers and businesses which are perceived as being worse in Bakersfield than in other communities. A copy of the image research survey is attached as Exhibit B.

In addition, the research explored the needs and perceptions of several different groups of people including tourists, people looking to relocate, people who may be retiring in the near future, and business persons. The Image Vision Force of Greater Bakersfield Vision 2020 believes misconceptions and disparate needs of the different groups contacted can be remedied and addressed by educating them through a focused image campaign and correct messages about Bakersfield’s true strengths and assets.

BACKGROUND

Greater Bakersfield Vision 2020 was founded as a grassroots effort to envision, through the eyes of residents, what our community should be like in the year 2020 and to bring about that vision. The goal of the organization is to create a community climate that engenders pride of residents, entices tourist interest from throughout the state and promotes economic development by encouraging business and industry to look to a significant portion of Kern County as a place to relocate or initiate business activity.

2 Greater Bakersfield Vision 2020 plans to accomplish its goal through a multi-phase project that has: established an infrastructure for the organization: designed and implemented a process to gather resident input; created a vision of our community’s future; and developed action plans to realize that vision. Greater Bakersfield Vision 2020 is now engaged in monitoring the progress on the action plans to ensure we reach our destination.

Several phases of the Vision 2020 process have been completed including facilitating thousands of residents through the process of identifying the strengths and weaknesses of Greater Bakersfield and “envisioning” the future of our community. From the input of residents, a vision of the community’s future has been created. Finally, “Vision Forces” or task forces, have developed strategies and action plans for Economic Development, Youth and Family, Education and Lifelong Learning, Quality of Life, Downtown, Community Planning and Transportation and Greater Bakersfield’s Image in the County and State. Those strategies and action plans were released to the community in January 2001. The Vision Forces are now moving forward on implementing their action plans. Copies of these plans are located at the Greater Bakersfield Vision 2020 website: http://www.bakersfieldvision2020.com/

One of the Vision 2020 Forces, the Image Vision Force, created a process and structure, including strategies and action plans, to ensure focus and completion of activities in a collaborative fashion to measurably improve the image of Greater Bakersfield among local and state residents and employers throughout the state. Key participating organizations in the Vision Image Force were: County of Kern, Board of Trade, City of Bakersfield, Kern Economic Development Corporation and the Greater Bakersfield Chamber of Commerce.

In distributing this RFP & Q, the Image Vision Force is beginning work on the next step of its action plan (contained in the enclosed Vision 2020 report). It will be the responsibility of the selected Consultant to design the appropriate image marketing tools that will be used for improving the business and community perceptions of Greater Bakersfield.

SCOPE OF SERVICES

The Consultant will be expected to develop creative content for an image marketing tool kit that focuses on promoting positive images of community living for existing and future residents and businesses. The scope of services is composed of two primary components. The first element is for the selected Consultant to provide a community image branding strategy that integrates name, logo/slogan, key messages, and positions the Greater Bakersfield area in a manner that is attractive and positive to our internal and external audiences. The second element is an integrated image marketing tool kit that can be easily shared with community, public and business interests. The selected Consultant must demonstrate how their conclusions are based on the previous marketing research.

Specifically, the scope of work will include:

An image branding package. Create an integrated community image branding program targeted to raise awareness and positive recognition among Greater Bakersfield audiences (internal and external) of the community’s strengths and achievements, as identified in the 3 visioning process conducted by Greater Bakersfield Vision 2020. The selected Consultant will be required to develop an image branding program that is creative and revealing. The branding strategy needs to be guided by previous baseline marketing research and existing Vision 2020 strategy; and provide a differentiation of Greater Bakersfield strengths, assets and amenities for attracting targeted audiences. Additionally, the strategy should establish a personality and image unique to the Greater Bakersfield area. It should make our internal and external audiences feel comfortable, and hopefully respond positively to Greater Bakersfield marketing efforts by community stakeholders.

An image marketing tool kit. In consultation with the Vision 2020 Image Force and community stakeholders, the selected Consultant will be required to develop appropriate image marketing resources such as high resolution digital photos, slogan and/or logo, and key messages/tag lines; and to secure registered trademarks, service marks and/or copyrighting of these items as appropriate. All of the end products including the photos are to be exclusively owned by Greater Bakersfield Vision 2020 for free distribution to the public (complete transfer of ownership concerning all image and marketing tools will be to Greater Bakersfield Vision 2020 concurrently with final payment).

By using a common and integrated community branding that has consensus approval by local stakeholders, Vision 2020 anticipates users of the image resources (i.e., City, County, non- profits, businesses, school districts, etc.) will achieve increased and beneficial marketing results for the Greater Bakersfield area.

Deliverables. Proposers shall prepare four (4) complete copies of their proposal (two originals for the co-chairs of the Image Vision Force, and two copies for the President of Greater Bakersfield Vision 2020 and the Vision 2020 Facilitation Team). Interested Consultants will be expected to follow all procedures outlined in this document. Submitted proposals shall include all items indicated in this request for proposal, as delineated in the section titled “Form and Contents of Full Proposal.” Proposers will also be expected to develop responses and provide sample creative material for review by the Image Vision Force and Greater Bakersfield Vision 2020 Facilitation Team. Specifically, proposers must provide an outline of their proposed branding approach and two examples of possible key image marketing messages. The submitted items will become property of Greater Bakersfield Vision 2020 after the selection of the Consultant has been made.

EXTRA SERVICES

Interested consultants should identify any additional services, not previously identified, that will be necessary to complete the scope of work. They should identify the decisions, products, and other resources anticipated from the Image Vision Force or other agencies to ensure the successful completion of this application. The level of assistance required from the Image Vision Force and its members should be clearly stated.

4 METHOD OF COMPENSATION

Cost is an important factor. Compensation for consultant’s work shall be paid on a fixed fee basis per task for services outlined in the scope of work. The proposal submitted by the consultant shall include a fixed fee schedule that identifies payment for each scope of work task. The fixed fee compensation shall be the total compensation for the services provided by the consultant, including all out-of-pocket costs incurred by the consultant.

Your fee proposal must be provided in a sealed envelope labeled with your company’s name and the words “ Image Campaign Greater Bakersfield.”

TIME OF COMPLETION

The deadline for submitting a completed proposal is DATE. Proposers should provide a schedule of various items necessary to complete the work, providing adequate time for the Image Vision Force to review and comment, and to obtain approval from both the Image Vision Force and Greater Bakersfield Vision 2020 Facilitation Team. The Image Vision Force expects to begin work on this project WHEN.

OTHER REQUIREMENTS

Prior to award of a contract, the selected Consultant will be required to furnish evidence of insurance in an amount not less than one million dollars ($1,000,000) per occurrence/accident for automobile liability, broad form commercial general liability, and workers’ compensation. Also, prior to award of a contract, the Consultant will be asked to furnish evidence of professional liability insurance with limits not less than one million dollars ($1,000,000). These basic insurance requirements evidenced by certificates of insurance will become part of the agreement executed between Greater Bakersfield Vision 2020 and the Consultant.

Proposers shall also identify and assign one key staff member to the project, who must remain for the duration of the project. Selection will be based partially upon the qualifications of the identified key staff member.

FORM AND CONTENTS OF FULL PROPOSAL

Each consultant proposal shall include: 1. Previous experience, branding strategy development, particularly with community image campaigns, including documented outcomes; 2. Creative samples as discussed in the RFP scope of services as well as from previous image based campaigns; 3. Present workload schedule (ability to respond); 4. Number of qualified personnel to be assigned to this project and their résumés; 5. Name and qualifications of key Project Manager assigned for the duration of the project, including a résumé; 5 6. Extent of subcontracting work (please identify and submit qualifications of subcontractors); 7. Documentation on the ability to perform scope of services; 8. Estimated timeline (cycle time) for the completion of the project, including the amount of time necessary to complete each task; 9. Fixed Fee proposals; 10. Documentation on the ability of the Consultant to satisfy insurance requirements; 11. At least two references from clients for whom you performed similar work (including contact name and telephone number); and 12. Submission and execution of the enclosed Exhibit A 13. Previous satisfactory experience with public or private agencies (please provide a list of references).

The interested Consultant should describe the proposed methodology for completing the outlined project. The proposed scope of work should be clearly defined.

All proposals shall be submitted in writing and shall outline the compensation desired to perform the services outlined. All proposals shall also outline and fully describe the services to be provided by the Consultant and any sub-consultants, and the amount of time needed to complete these services. Any exceptions to the requirements stated herein shall be clearly stated in the proposal. The proposal shall be signed by an official authorized to bind the firm and shall contain a statement to the effect that the proposal is valid for at least ninety (90) days. The proposal must include a proposed scope of services that reflects the requirements of the RFQ & P. It shall include an estimated total fixed fee that identifies proposed work by task, and the cost for each task (all tasks should add up to the total fixed fee).

Neither Greater Bakersfield Vision 2020 nor any individual organizations serving on the Image Vision Force will pay for any costs incurred by any firm or persons submitting a proposal in response to this RFQ&P. Greater Bakersfield Vision 2020 and the Image Vision Force shall reserve the right to reject, modify or cancel, in part or in its entirety, this RFQ&P at any time. All data, documents and other products used during completion of this project shall remain in the public domain. Similarly, all responses to this RFQ&P shall become the property of Greater Bakersfield Vision 2020 and the Image Vision Force and will be retained or disposed of accordingly.

By submitting a response to this RFQ&P, the proposer waives all rights to seek any legal remedies, whatsoever, regarding any aspect of this RFQ&P, the selection by Greater Bakersfield Vision 2020 and the Image Vision Force of a consultant, and the rejection by Greater Bakersfield Vision 2020 and the Image Vision Force of any and all proposals. Greater Bakersfield Vision 2020 and the Image Vision Force also reserve the right to negotiate any price or provisions, accept any part, or all parts of any or all proposals, whichever is in the best interest of Greater Bakersfield Vision 2020, the Image Vision Force and the public.

Proposals will be accepted at the Kern County Board of Trade Office, 2101 Oak Street, Bakersfield, California until 5:00 p.m. on DATE. Please send the two original documents and two copies of the proposal to: 6 Barry Zoeller, Image Vision Force Co-Chair C/O Kern County Board of Trade 2101 Oak Street Bakersfield, California 93301 Telephone: (661) 861-2367 Fax: (661) 861-2017 E-mail: [email protected]

Your fee proposal must be in a sealed envelope labeled with your company’s name and the words “Proposal for Greater Bakersfield Image Resources.” Submissions, which do not contain the requisite number of copies and all the information requested in the RFQ&P may be considered nonresponsive and rejected without evaluation. Submissions received after the deadline or at the wrong location will be considered non-responsive and rejected. Faxed copies will not be accepted.

Incomplete proposals may be rejected as non-responsive. Greater Bakersfield Vision 2020 and the Image Vision Force reserve the right to waive any irregularities in the proposals.

All inquiries regarding this RFQ&P should be directed to:

Barry Zoeller, Image Vision Force Co-Chair Kern County Board of Trade Bakersfield, California 93301 (661) 861-2367

Danielle McKinney, APR, Image Vision Force Co-Chair Kern Economic Development Corporation Bakersfield, California 93302 (661) 862-5162

SELECTION PROCEDURE

7 Proposals are more likely to be selected if they are easy to understand, brief, concise and specific as to the services that will be provided and the total cost to Greater Bakersfield Vision 2020 (fixed fee must be valid for 90 days).

The selected Consultant must have the ability to submit any and all final work products on a 3½- inch diskette or CD formatted in Microsoft Word for text, PDF file or PowerPoint for presentations as required. Photos must be copyright free and digitally taken at a resolution of no less than 6 megapixels. Digital images can be in the JPEG or TIFF format, and Consultants should have the capability to provide digital still images in the RAW image format (to be decided prior to contract execution). Communication with interested Consultants via e-mail is desirable. The ability of the Consultant to prepare draft versions of work products in the formats noted above and transmit them via e-mail is also highly desirable.

Proposals submitted will be reviewed for completeness and overall RFQ & P responsiveness. Proposals will be reviewed by the co-chairs of the Image Vision Force. The selection process may include an interview either in person or by telecommunications. Greater Bakersfield Vision 2020 and the Image Vision Force will negotiate with the most qualified Consultant to determine the award.

Criterion for selection includes, but is not limited to:

. Experience . References . Approach to work . Responsiveness . Cost . Capability to deliver products g. Creativity

Although Greater Bakersfield Vision 2020 is not a public entity, and therefore not subject to open disclosure laws, the process that the organization has followed in developing and implementing the community vision has been an open and inclusive one. Therefore, the organization, at the request of the community, may release summary details of proposals and names of submitting organizations. You should consider your proposal and qualifications document to be subject to public disclosure in summary form.

It is expected that a final award in response to this RFQ & P will be made by no later than October, 2003. Prior to start of work, the selected Consultant will be required to enter into a contract with Greater Bakersfield Vision 2020.

For more information regarding Vision 2020, interested Consultants can 8 access the Vision 2020 internet site at: http://www.bakersfieldvision2020.com/.

Thank you for your interest in this project. We look forward to receiving your proposal.

IMAGE VISION FORCE OF GREATER BAKERSFIELD VISION 2020

9 Exhibit A

Fixed Fee Schedule for RFQ & P Proposed Scope of Work (Greater Bakersfield Image Resources)

Task I - An image branding package. Create an integrated community image branding program targeted to raise awareness among Greater Bakersfield audiences (internal and external) of the community’s strengths and achievements, as identified in the visioning process conducted by Greater Bakersfield Vision 2020. The selected Consultant will be required to develop an image branding program that is creative and revealing. The branding strategy needs to be guided by previous baseline marketing research and existing Vision 2020 strategy; and provide a differentiation of Greater Bakersfield strengths, assets and amenities for attracting targeted audiences. Additionally, the strategy should establish a personality and image unique to the Greater Bakersfield area. It should make our internal and external audiences feel comfortable, and hopefully respond positively to Greater Bakersfield marketing efforts by community stakeholders.

Task II- An image marketing tool kit. In consultation with the Vision 2020 Image Force and community stakeholders, the selected Consultant will be required to develop appropriate image marketing resources such as high resolution digital photos, slogan and/or logo, and key messages and tag lines; and to secure registered trademarks, service marks and/or copyrighting of these items as appropriate. All of the end products including the photos are to be exclusively owned by Vision 2020 for free distribution to the public (complete transfer of ownership concerning all image and marketing tools will be to Vision 2020 concurrently with final payment).

Fixed Fee $ ______

TOTAL FEE for BOTH TASKS - $ ______

Signature: ______

Title: ______

Date: ______

- TO BE SUBMITTED WITH PROPOSAL -

11 Exhibit B